Sportradar has major partnerships with sports leagues and federations around the world. Through its American subsidiary, Sportradar US, the company has partnered with the NBA, MLB and NASCAR.
The company grew out of a software program that crawled the internet to extract betting odds from sports betting companies. The program was developed in 2001 by two Norwegians, Tore Steinkjer and Petter Fornass, who formed the company Market Monitor AS. Carsten Koerl was their first major investor, buying a 51% majority in shares of the company.
In 2013, the company made several strategic acquisitions, including Attainment GmbH, Venatrack Ltd and Klika, improving its sports analysis technologies. In September 2014 Sportradar became a shareholder of NSoft, a software company from Bosnia and Herzegovina, buying 40% of all shares.
In 2015, Sportradar made major inroads into the US. It obtained exclusive distribution rights for NASCAR, NFL and NHL. In the same year, Sportradar attracted investments from Michael Jordan and Mark Cuban.
It expanded once again in 2016, with the acquisition of Sportman MediaHolding.
The company has a truly global outreach, holding partnerships with 450 bookmakers, including giants such as Bet365, William Hill, Paddy Power and Ladbrokes. Sportradar creates odds for thousands of games across 40 sports, odds that are created with advanced mathematical models.
The company is entrusted with creating odds for both bookmakers and for numerous state lotteries. Sportradar has an advanced system for detecting match-fixing and other betting malpractice. These services are operated by Sportradar's security services division, with headquarters in London.
Key personnel:
Chief Legal Officer: Lynn McCreary
Chief Technology Officer: Jeff Stout
Vice President, Finance: Katie Wiberg
Locations: Germany, Australia, Estonia, Switzerland, US, Uruguay, Austria, Norway, Sweden, Slovenia, UK, Poland, Gibraltar, South Africa, Singapore
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